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SOUTHEAST TOURISM SOCIETY PRESENTS NORTH ALABAMA WITH ‘SHINING EXAMPLE’ AWARD Mooresville, Ala. - September 22, 2008 – The Alabama Mountain Lakes Tourist Association (AMLA) was recently presented the “Shining Example” Award for Regional Organization of the Year by the Southeast Tourism Society (STS).

The Shining Example Awards recognize outstanding contributions to the advancement of tourism in the Southeastern states of Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia & West Virginia. Criteria for the award include overall performance of the organization, demonstrable accomplishments through effective tourism marketing and creativity in design, development and implementation projects. “Shining Example Awards highlight some of the best work in travel and tourism, and winners truly set examples that others in the industry can follow,” said STS President and CEO Bill Hardman. “Showcasing great work is important because tourism is the largest, second-largest or third-largest industry in every Southeastern state.” The 2008 Shining Example Awards program was part of the 25th annual fall meeting of STS. It was held at the Peabody Little Rock Hotel in Little Rock, Ark.

Tourism expenditures in 2007 for the 16 northernmost counties of Alabama increased 13% over 2006 with nine of the 16 counties of the North Alabama region producing double digit growth. AMLA developed and launchedAlabama’s only wine trail, “A Taste of Elegance” earlier this year, and has been instrumental in attracting sporting events and sports-related tournaments to North Alabama. “It is a humbling experience to be honored by the Southeast Tourism Society as the regional tourism organization of the year,” said Dana Lee Jennings, president and CEO of AMLA.

For twenty-five years, STS has been the south's leading tourism organization. For AMLA to win the Shining Example Award, credit must be given to the hard work put forth by the members of AMLA including a special thank you to Chairman of the Board Tami Reist, the Executive Committee, and Board of Directors for their leadership, support and guidance.” Founded in 1983, the Southeast Tourism Society is dedicated to the promotion and development of tourism to its member states of Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia.

The membership includes state travel offices, attractions, hotels, motels, resorts, convention and visitors bureaus, airlines, bus companies, car rental agencies, newspapers, magazines and other travel-related organizations. About Alabama Mountain Lakes Tourist Association (AMLA) AMLA is a nonprofit organization dedicated to the promotion and development of the travel industry within the 16 northernmost counties of the state.

It is supported by 470-plus members consisting of chambers of commerce, Convention & Visitors Bureaus, attractions, campgrounds, festivals, communities, counties, golf courses, restaurants, tour operators, accommodations, vendors, financial institutions and individuals.

Counties included within the AMLA region are Blount, Cherokee, Colbert, Cullman, DeKalb, Etowah, Franklin, Jackson, Lauderdale, Lawrence, Limestone, Madison, Marion, Marshall, Morgan and Winston. Additional information onNorth Alabama destinations, accommodations and special events is available from AMLA by calling 800.648.5381 or by visiting their web site at www.NorthAlabama.org.